Five Immutable Rules of Writing Good Advertising Copy
A few days ago I wrote a post I called Real Estate Hype - 10 Lines of Crap and perhaps this post should be read in conjunction with that post because Real Estate Agents have a lot to learn about writing effective copy.
So, if you have to write an advertisment for your business - maybe a flyer or even something on the Net here are five rules that you should always remember.
-
1. Always emphasis the benefits of your product and not the features. Tell people what your product will do for them and not all the fancy doo-dads that it might come equipped with.
2. You have an audience - write your advertising for them. Not everyone in town is even vaguely interested in what you are selling but there will be some people that are. Focus on them and forget the rest.
3. Include a call to action - tell your audience to click here - buy now - phone for the best price - take a test drive now. Those are call to actions and if you don’t include a call to action in your advertising then people won’t do any of those things I just mentioned.
4. Pay attention to layout - use colours, italics etc. in appropriate places (but don’t over do it) - make sure your advertising is set out in a way that is easily read - most important info and the top of the page - additional info under that and don’t forget the call to action
5. Never pose a question or make a statement in y0ur advertising to which the reader can respond with “bull shit” because as soon as they think or utter those words you’ve lost them. Go back to point 7 in the 10 lines of Real Estate Crap and you will see what I mean.
